Tracking the evolution of paid, earned & hybrid influencer marketing

Influencers desert Snapchat for Instagram Stories

Data on top influencers shows they’ve been posting less and less on Snapchat in the last six months.

The sample size used in this report by Mediakix is not statistically robust, but the results may indicate a direction of travel for influencer marketing on Snapchat.

Both the combined number and average number of Snapchats posted by 12 top influencers fell off a cliff over a six-month period.

Mediakix first tracked the influencers’ activity for February 2017, then again in August.

The total number of Snapchat posts in April versus August dropped from 1906 to 1275 for all 12 influencers collectively across 30 days. The average number of posts per day per influencer dropped from 9.9 to 3.5. In April, 4 out of the 12 posted more often to Snapchat than Stories; by August this dropped to one out of 12.

Many influencers are leaving the platform in favour of Instagram citing a seeming lack of support for their work by Snapchat according to research by Mediakix.